Marketing to Youth

Reaching a young audience

Marketing to Youth


Stephen Whiteside, Event Reports, ARF Shopper Insights, August 2015

This event report debunks several common myths about millennials, based on analysis from IRI, the research firm.


Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015
This event report outlines Burger King's approach to "storymaking", which is a distinct approach from the more traditional "storytelling" pursued by brands. While storytelling typically takes the form of brands pushing out narratives, storymaking involves entering conversations that have already gained digital traction organically.

Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015

This event report addresses how Taco Bell, the quick-service restaurant chain, has refined its presence on social media.


Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report looks at the ever-evolving strategy of Snapchat, the four-year-old photo-sharing app, that is a hit with younger consumers.


Les Binet and Sarah Carter, Admap, July/August 2015

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Hasbro Deutschland GMBH promoted its toy NERF Blasters to a new demographic in Germany.


Case Study

AT&T: It can wait
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how AT&T started a public safety campaign to counter the rise in accidents involving US teenagers due to texting while driving (TWD).


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how in Germany Daimler AG stimulated interest in an ageing model of smart car boosting sales by highlighting its shortcomings.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Samsung Electronics Italy enhanced its image by creating the Samsung Maestros Academy.

WARC RECOMMENDS


BEST PRACTICE

How to market to youth

Practical tips, examples and recommended reading


TRENDS

Emerging Adulthood

The new life stage that insights teams must investigate


CASE STUDY

Dead Space 2

A video game exploits generational divides


CASE STUDY

Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"